All too often, when we look at Creative work, we are looking at it through our own eyes. To avoid this mistake and before looking at the work, get a picture of the person who is your Target in your mind. Ask yourself the following questions. Who is the Target? Be as...

Have you ever looked at advertising and absolutely hated it? If you have, you belong to a group that includes 99% of all people who work in the industry. Have you ever looked at advertising and thought that there is no way in the world that your Client will ever...

They say that good advertising builds Brands but great advertising builds factories. Conversely, given that brand equity is built over time and a multitude of exposures, it is fair to say that bad advertising damages Brands. But how to know whether the ad is right or...

A zero sum transaction is one where there is a winner and a loser. Like in sport. But business relationships aren’t a sport. There should be no winner or loser. If you play the zero sum game with your Client, you’ll end up with the short end of the stick. He is the...

Very few advertising people will recognize or accept this dark, dirty little secret. In the world of traditional advertising, when the ad goes on air, the feeling is that the work is done. Sure, there will be some research feedback, but chances are it will be some...

For everyone who works or plays on the internet, going viral is a dream. It is the digital equivalent of word of mouth and it is free and it is fast. The numbers are stunning. Over 80% of internet users have shared some type of content. Over 60% do so once a week....

“If you build it they will come”. This is a famous line from a movie called “Field of Dreams” starring Kevin Costner. In it, a man builds a baseball field in the middle of a corn field and by some act of magic, the ghosts of great players appear and play on it. It is...

Back in the olden days, consumers would hear about a product on mass media and purchase it in a store. It was simple and easy. Nowadays things are different. In the world of Advertising 2.0, the purchase process is divided into 3 stages, and each one must be...

In the old days of traditional marketing, a lot of companies liked to refer to themselves as “data driven”. Decisions were based on numbers and the process was ongoing. The world of Advertising 2.0 takes the concept of “data driven” to a whole different...

Just like man has evolved over time, so has advertising. Here is a rough chronology. In the beginning there was Advertising. There were one or two media available and the objective was to let people know that you product existed and to Brand it. As more media became...